Impact of Social Media Influencer Traits on Brand Equity in Pakistani Context: The Role of Gender as Moderator

Abstract

The purpose of this research article is to explore the influence of social media influencer characteristics on brand value in Pakistan, with a particular focus on the moderating role of gender. This study focuses on how influencer characteristics such as attractiveness, trustworthiness, and likability influence consumer perceptions and attitudes toward brands. In this study, cross-sectional research was used, and data was gathered via questionnaires distributed to university students in Multan, Pakistan, using convenience and stratified sample techniques. Furthermore, analyzing the data collected, the SPSS and Process Macro by Hayes showed that influencer traits do have an impact on brand equity and the role of gender as a moderator. These traits were seen to have a more substantial effect on females compared to males. The study discusses the implications of these findings for marketing strategies and acknowledges limitations, such as the sample's demographic concentration and the reliance on self-reported data. This study is significant as it provides insights into tailoring marketing strategies to effectively reach and engage different demographic segments, increasing brand equity in the digital age.